Gustavo Zepeda Saenz Email and Phone Number

Have been collaborating with companies from different sectors such as furniture, dietary supplements, sous-vide, racks steel fabrication, oil & gas drilling and fishing tools & lubricants to improve their sales, operations and management practices including companies in Mexico, USA, Canada & other LATAM countries. RESPONSABILITIES: Define and implement commercial strategy including analysis, evaluation and new business development of different opportunities focused on incremental sales with current customers and new customers acquisition. Joint Customer visits and follow up during the sales process until loyalty. Implementation of the integral management system, including QHSE, according to ISO 9001, 14001 & 45001. Implementation of KPI`s and related dashboard. Analysis, optimization and implementation of internal processes and related improvement projects based on 5`s, Gemba – Kaizen & Hoshin Kanri methodologies. Also evaluated ERP implementation. Coaching to directors, managers and supervisors pursuing improved communication & management practices. Define roles and responsibilities within the organization for better customer service and internal operations.

Reports: 183 persons total and 10 persons directlyReported to: CEO and Energy VP; U$40M budgetRESPONSABILITIES:◾Lead and implement the strategic plan guaranteeing the financial growth of the company.◾Definition of the Gulf Commercial Strategy, primarily serving the oil & gas, marine, construction, power generation, agriculture and industry segments.◾Increase market share and sales of the brands of the commercialized brands: Caterpillar, Case, NH, Linkbelt, Doosan, JLG, among others.◾Lead training, development & work ethics of all my Team including commercial, service, administrative & ware house personnel.◾Definition of the commercial area budget, as well as CAPEX, OPEX, and thus P&L.◾Responsible for Ethics & Compliance◾Coordinate the commercial activity in order to exceed customer expectations, through the offer of superior quality products and services, with the adequate coverage.◾Analyze the results and indicators, KPI, both quantitative and qualitative and develop improvement actions plan focused in operational excellence.◾Lead demonstration events for the sale of machinery and equipment in different branches of the region.◾Negotiate contracts with suppliers and customers.KEY ACHIEVEMENTS:◾Increased sales from $25.5M to $39.5M from 2015 to 2019 (55%) despite decreasing GDP in the region.◾Increased partial profits (EBITDA + cost of capital) from $200k to $4.9M from 2015 to 2019 in Region.◾Lead my team to achieve platinum level in the DNV GL audit, 4 stars in pollution control (before 2 and max. 5) in Villahermosa, Coatzacoalcos and Cd. Del Carmen branches.◾Lead improvements in administrative audits: received all of the branches in B- and managed to lead the Team to achieve 2 branches in A and one in B+.◾KPI improvements – Service: % PAD (service profit) 5.8% to 20.1%; WIP (work in process) 77 to 12 days; LL (Last labor to invoice) 16 to 9 days; Conversion cycle (rental fleet) 80 to 16 days; %REDO 3.5% to 0.

KEY ACHIEVEMENTS:◾Sales budget: U$15M◾Increased sales +30% per month - 2015 vs 2019◾Sold all slow-moving inventory equipment for U$18M.◾Significantly improved sales, cost of capital, inventories, OPEX & profits KPI´s

Sales Budget: U$50M Dlls Direct Reports: 8; Reported to Kysor Warren Country Manager & VP - NorthAmericaRESPONSABILITIES:◾Business plan management, including sales, forecast, backlog, stock/inventories management, technical-commercial proposals, pricing strategy, contract negotiation, sales targets and commissions to Account Managers.KEY ACHIEVEMENTS:◾Increased sales by 10% in 2013 from $41.7 to $45.9M and 8% in 2014 to $49.6M; also improved profitability by entering the refrigerated warehouse segment.◾New Business Development: Casa Ley, Calimax, El Florido, Super Aki, Guajardo, among others.◾We successfully ventured into the refrigerated warehouse business, carrying out projects primarily with avocados & shrimp companies in the Michoacan & Sinaloa area.

Engineering and supply of automation equipment, parts and service Business Unit Director:  Full P&L responsibility of both business units: Fisher Valves & Regulators (Projects & Product support) including S&OP process, update Fisher portion of PEMEX-ITS (now PPI) contract. Main business segment was oil & gas, while also promoted diversification in Metals & Mining, Power & Chemical.  Defined commercial strategy and coordinated implementation with direct sales team, internal sales, 7 representatives and 5 distributors for achieving sales growth during on FY12 of 32% in Fisher valves and 51% in Regulators businesses (vs FY11) while managing a U$33M business. Along with other business units –instruments related- coordinated & implemented multidivisional projects such as wireless implementations within the Oil & Gas region at Pemex RMNE, RMSO & RSur as well as in other Pemex refining and petrochemical assets, CFE & major EPC´s.

Major Oil CompanySenior Governance & Commercial Advisor:  Responsible for Ethics & Compliance, assets integrity, business & audits plan, risk assessment, corporate and HSSE assurance, JV´s contract management providing commercial advice to Shell JV´s Board Directors, dashboard & JV´s (TLA & GDL) scorecards within Shell Mexico and JV´s (LNG and natural gas related). Also Collaborated in NBD projects TLA divestment & LNG to Wheels in economics/commercial roles: budgets, SPA, & transition to new owners.  Enabled a better decision making process of the Board members through the integration of a Technical Committee, focused contract management and risks identification, analysis and action plans, specially when deviations occurred.  Coordinated economics for TLA divestment.

 led the start and growth of the Shell lubricants business through OEM´s direct accounts, especially within Northeast Mexico establishing relationships with companies such as Navistar, Blue Diamond, Magna, Mercedes Benz, Mattel, Arvin Meritor, Alcoa, JD (Central America supply), Nissan Mexicana & Jatco. Also supported launch of Kenworth GPO in Northeast Mexico and was recognized as best KAM in Latam on 2007.  In addition to sales and service to OEM´s, was also responsible of managing the Monterrey Lubricants distributor, manage the S&OP process for the whole Mexican lubricants business along with US counterparts and also performed evaluation of distributors for the Route to Market project.

North-East Territory Sales Manager  Responsible for sales execution with distributor owners, managers and sales teams through clear-agreed targets, marketing roll outs, technical & CVP training to the sales teams, joint visits to customers and prospects, implementation of prospecting and sales incentives methodology supported in CRM/SPANCOP Achieved sales growth of the lubricants distributors: 17% and 23% in 2004 and 2005 respectively receiving special recognition from Shell and distributors. This was done through new and distributors network changes as well as additional customers and sale of complementary products.

Manufacture of furnaces and kilns for ceramics and steel industries. Sales Engineer:  Responsible for costs estimations, technical-commercial proposals, negotiation of contracts and sub-contracts & customer service. Also sale of MRO such as burners, valves, gas regulators, blowers, measurement equipment, ceramic fiber as well as “Saint Gobain Industrial Ceramics” products (kiln furniture) within Mexico. Led growth of subcontractors fabrication services business unit of 46% above target.  Additionally led two months in-situ installation at Hayward, CA of furnaces coordinating execution with customer, own personnel & subcontractors.

Manufacture of water cooled elements for the steel industry. Estimations & Sales Manager:  Coordinated and performed cost estimations vs reals, technical-commercial proposals, negotiation of contracts directly or through our sales representatives abroad. Also coordinated sales Rep Commissions, production & shipments planning (well familiarized with Incoterms), Managed critical raw materials for stock as well as imports coordination of materials supplied by customer and Implemented PITEX (temporary imports program). During difficult temporary situation, was in charge during 3 months, as Managing Director with excellent achievements. Led growth of monthly sales above 300% from 1996 to 1999 through contracts negotiated directly and through the 3 International Sales Reps.  Led, as project manager, the construction of a new building.